Angelina Sahlgren Söder is a fantastic artist and entertainment consultant, and in her presentation she talks about entertainment as marketing, covering everything from a magnificent show on a truck for Volvo to her passion for dance, music and retro/vintage entertainment production.

SUP stands for "Stand Up Paddleboarding," which means that you stand up on a big surfboard and use a paddle. This ancient form of surfing reemerged when surf instructors realized the benefits of it, that by being higher you can better see oncoming waves. Today, SUP has turned into the fastest growing water sport in the world. (in Swedish)